ABSTRACT
This chapter focuses on brand attitude structure. A brand attitude is an evaluative judgment of a brand. Like all attitudes, brand attitudes are influenced by cognitive responses, affective responses, and behaviour. The expectancy-value model posits that brand attitudes can be modeled by multiplying a consumer's evaluations of each attribute by their expectations that the brand possesses each attribute. The chapter describes two such expectancy-value models: the theory of reasoned action, and information integration theory. Multiattribute evaluation models are particularly useful for understanding judgments of new products and unfamiliar products, because consumers are more likely to evaluate each attribute independently. Evaluative conditioning refers to attitude formation or change that occurs when a neutral object is paired with a non-neutral object. Self-perception theory posits that people develop attitudes by observing their own behavior and concluding that they must hold an attitude that caused the behavior. Self-perception theory has many marketing implications, including for sales techniques.
